Strategic Communications Training Crisis Communications X State MDA 1

Crisis Communications 2 If you fail to plan, plan to fail

Welcome Note Opening Remarks Programme Information 3

Training Objectives Crisis Communications - Familiarise Ministry officials on the concept and benefits Develop a Crisis Communications Plan through the Group Exercise Ensure that Ministry officials will develop crisis communications plans within their departments following the training 4

Roadmap for the Day Crises Definitions Benefits of Crisis Communications Management Preparing for the Inevitable When the Crisis Hits After the Crisis Group Exercise Evaluations

Crisis Communications Crisis Situation Definition & Characteristics Preparing for the Crisis Communicating during the Crisis After the crisis Examples of a crisis in your MDA?

Benefits of Crisis Communications Management Opportunity to: Assess the situation from inside and outside the Ministry all stakeholders might perceive it. Contain likely or perceived damage from spreading. Improve management of serious or potentially serious incidents or any incidents. Improve staff awareness of their roles and expectations within the institution. Enhance risk management - obvious risks will be identified, mitigated (where possible) and prepared for. Protect and often enhance the Ministry’s reputation. Better institutional resilience for all stakeholders. Compliance with regulatory and ethical requirements. Increased ability, confidence and morale within the institution.

Benefits of Crisis Communications Management A good Crisis Management Plan: Determines how negative events can be avoided or reduced in scope and impact; Spells out the who, what, when, where and how the MDA should deal with the crisis; Is prepared ahead of time; Includes initial official statements, press releases, fact sheets and other background materials; Missing information is simply inserted, other details corrected or updated and the materials are ready to go; Includes everything you need in one place so you don't have to search - because you may not have time to search.

Crisis Communications Seven Dimensions of a Crisis Operations Victims Trust/Credibility Behavior Professional Expectations Ethics Lessons Learned

Preparing for the Inevitable Assess the situation. Identify the most predictable crises Determine the effects of the crisis on constituencies. Gather data and continually update it Set communication objectives for foreseeable crises. Create briefing materials. TIP: Natural disasters are NOT the government’s fault. Government officials can be more candid with their messages to the public in these types of crises. Assign different teams to each crisis. Different problems require different kinds of expertise Prepare a Crisis Communication Plan.

Elements of a Crisis Communications Plan Introduction Crisis Communications Team Positioning Designated Spokespeople Media Policies & Procedures Practicing Tough Questions Prepared Statements Sample Press Releases Collateral/Supporting Materials Key Audiences Contact Log Speaker’s Presentations Handling Media Interviews

When the Crisis Hits!!!! Get control of the situation. Immediately!!!! Activate the crisis team. To implement the Crisis Communication Plan. Set up a centralized crisis management center. Briefing materials: statement and Fact Sheet. Communicate early and often. Be active, not reactive.

Dealing with Bad News Acknowledge the problem Don't lie or try to cover it up = lose credibility. Don't avoid reporters' phone calls. Explain how it is being handled. Don’t get mad. Keep your cool. Stay “on record.” No “no comment.” Provide facts, reports and sources/quotes showing support for Government position; a more positive side

Some suggested urgent crisis management responses Candour: “It’s our fault” “it shouldn’t have happened” “we are helping these families through these terrible times” Explanation: Find the truth – Talk about the victims and their families – Stay focused on solving the problem. Declaration: Speak from the victim’s point of view – Minimise technical speak – Be explicit about assistance to victims – Avoid phrases that do not sound genuine Contrition: Speak as if you know the victims – Meet the families – Express sympathy – Use empathetic words Consultation: Announce plans of experts arranging to investigate – Help victims speak out and make suggestions Commitment – Establish a committee or advisory group to ensure that the public knows this will not happen again Restitution – Take immediate, quiet and direct action to address victims’ fears.

After the Crisis Reconvene the crisis team Review of why the crisis occurred. Could you have done anything to prevent it? Evaluate how the crisis was handled. Review the crisis communication plan– was everything done? did the Plan leave out key issues? what was successful? Examination of similar scenarios. What would you do in a similar situation in the future? Does the crisis plan need revision ? Ask the affected publics

Crisis Communications Break-Out Group Exercise 16

Q & A, Wrap-up & Next Steps 17

Participant Evaluations 18

Thank you